Bounce Rate: How to Measure, Interpret and Reduce It?

[msthiramoni367]

How to measure bounce rate?
Thanks to Google Analytics we can clearly see this value and, as we have said, it measures exclusively when a user enters our site, the Google Analytics code is activated and does not do so again. This means that the user has not performed any further action.

This has some drawbacks, since if all the users who enter a URL do so through organic traffic and read the entire article but then return to the Google search engine, our bounce rate will be 100%.

The same happens if a user gives us their information in a contact or subscription form and this form does not take them to a new URL but instead keeps them on the same page, returning an OK value. In this case, ceo email list the visit will also be counted as a bounce.

In Google Analytics we can easily find the bounce rate under Behavior -> Overview . In addition, it is worth mentioning that this is such a critical metric that we will see it in almost all of the predefined Analytics reports.

How to interpret our bounce rate?
It is important to measure this correctly, as thinking that the bounce rate is reduced by encouraging navigation to a second URL would be a very simplistic view of what a bounce rate is.

That's why, as we just saw, we will manipulate or interpret our bounce rate based on the objective or channel.

We don't have to worry about a high bounce rate on an information page, especially if it has a lead capture form that converts well.

We should be concerned if we have bridge pages, such as distributors of content or products of an e-commerce with a high bounce rate, since this means that the content is not attractive enough for the user to click and enter.

How can we reduce our website's bounce rate?
Reducing the bounce rate involves several points, one of the main ones being to confirm that we are correctly measuring the bounce rate and that our content is relevant to the user and that it interacts with them.

It should be noted that it would not be correct to analyse this metric for the entire site. It is best to do a cascading review, checking which acquisition channel has the highest bounce rate, as well as examining the specific pages with the highest bounce rate. In this way, the optimisations to be carried out are limited and we act on those that really need improvement.

Once we have verified that the metric is being measured correctly and we have reviewed the pages or channels where the bounce rate has worsened, we will carry out various optimization actions depending on the type of site.

If it is focused on content and we see that users do not scroll when they reach our pages, we should take actions such as improving texts, content to make reading more enjoyable, lists, images, videos (this requires interaction with the user), even the reference between URLs (related posts, support documentation, file downloads...).

If conversion is required in the information request format, as in the case of leads or calls, it is a matter of giving visibility to these forms or contacts, for this we will add forms in the sticky bar. It is a good idea to leave a sticky at the bottom to access WhatsApp or a form in the sidebar on desktop.

For e-commerce, information is vital. The more information about a product, related products, filters, etc., the better! Not only will it improve the user experience, but it is also a good CRO technique.

It is not about adding unnecessary escape points so that the user gets distracted or leaves the site, but rather providing added value that makes them feel the need to act or convert.